Analysis of the Sambal Dapur Jowo Logo Through Umberto Eco's Semiotic Perspective

Abstract

Brand identity plays a vital role in the competitive culinary MSME sector, where logos must convey business character effectively despite design simplicity. However, many MSME logos are viewed merely as rigid identifiers rather than complex, adaptive sign systems. This study aims to analyze the visual meanings embedded in the Sambal Dapur Jowo logo using Umberto Eco’s semiotic approach. This descriptive qualitative study employs an inductive method to examine the logo as an “open text” sign system. Data were gathered through visual documentation and observation of shapes, colors, typography, and composition. The results indicate that the logo operates as a multilayered communicative system in which elements such as chili icons, circular flame forms, and localized typography generate cultural meanings of spiciness, warmth, and Javanese identity, while simultaneously constructing emotional engagement with audiences through processes of encoding and decoding. The novelty of this research is strengthened by demonstrating that Eco’s concepts of open text and unlimited semiosis remain underutilized in the analysis of culinary MSME visual identities, particularly in Indonesian local branding contexts. The study further shows that traditional visual identities function as dynamic and evolving codes rather than static cultural markers, offering a more context-sensitive framework for contemporary food branding strategies.